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Colgate Palmolive Case Study

 Colgate Palmolive Case Study Article

The CP Example

In the early on 1990's, the toothbrush industry was going through major growth; in fact , " in 1992 dollar revenue increased by simply 21% in value and 18% in volume” (Quelch & Laidler, 2000, l. 48). The increase in product sales was significantly due to a huge influx of new products, marketing, new solutions, and an increase in consumer concern for dental health. During this time, the Colgate-Palmolive (CP) company has not been only a significant player in the oral treatment industry, although also " CP was a global leader in household and private care products” (Quelch & Laidler, 2000, p. 47). Management in CP comprehended consumer concerns and the requirement of advances in technology, also because of this, the Oral Treatment Division in CP was assigned for three years to develop a " technologically outstanding toothbrush” (Quelch & Laidler, 2000, p. 47). Together with the increase in tooth brush sales and technology, with a change in the behavior of a new generation of shoppers, the tooth brush market segment also experienced changes. To understand the changes in the oral health treatment market, it can be helpful to 1st be experienced of a few of the changes in the happening in the tooth brush product category. The toothbrush is a great ever evolving subject; however , the idea of the toothbrush is nothing at all new. There exists evidence to compliment that in 3500 N. C., Egyptians were fraying the ends of twigs to create bristles used for scrubbing the teeth (" History of Hairbrushes, " 2006). The modern tooth brush design was first seen around 1780; the nylon bristled toothbrush was introduced in 1938 and was quickly followed by the toothbrush in 1939 (" History of Toothbrushes, " 2006). That is background, but more recently, three improvements have occurred inside the toothbrush merchandise category which has changed the way toothbrushes come to market today. Good sales strategies greatly improve public understanding and open public desire, to improve product sales. Kotler and Keller state " the job is usually not to find the appropriate customers...

Recommendations: History of Hairbrushes and Toothpaste. (2006). Retrieved from http://www.colgate.com/app/CP/US/EN/OC/Information/Articles/Oral-and-Dental-Health-Basics/Oral-Hygiene/Brushing-and-Flossing/article/History-of-Toothbrushes-and-Toothpastes.cvsp

Kotler, S., & Keller, K. M. (2009). A Framework Intended for Marketing Administration (4th impotence. ). Top Saddle River, NJ: Pearson Prentice Corridor.

Quelch, J., & Laidler, N. (2000). Pearson Custom made Business Methods. Boston, MOTHER: Pearson.

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